This study proposes emotional intelligence of salespeople as one of the essential competencies for caring for customers and expressing positive emotions at service encounters, and examines how such emotional intelligence affects salespeople's selling behaviors and customers' emotional responses and behaviors at service encounters. Specifically, this study investigates whether salespeople with high emotional intelligence can delight customers and generate positive customer behaviors. This represents an empirical analysis of whether internal marketing—encompassing salesperson selection, training, and socialization—can ultimately create positive customer responses, thereby providing an opportunity to examine internal marketing and external marketing from an integrated perspective. The results indicate that among the dimensions of salespeople's emotional intelligence, self-emotion regulation, self-motivation, recognition of others' emotions, and interpersonal relationship maintenance—excluding self-emotion awareness—had significant effects on salespeople's positive emotional expression and pro-consumer behavior. Furthermore, such positive emotional expression and pro-consumer behavior were found to lead to customers' positive emotional experiences and behaviors at service encounters. These findings suggest that effective internal marketing can also generate effective external marketing, and ultimately imply that appropriate internal marketing by firms is essential for delighting customers. By addressing emotional intelligence—an emotional competency of salespeople that has been overlooked as an antecedent of salespeople's positive selling behavior—this study demonstrates that internal marketing is of paramount importance for generating the customer responses desired by firms.